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Last week, we spoke about Google’s recent changes to AdWords and the actions advertisers can take to help themselves survive and succeed in this volatile e-commerce landscape in Netelixir’s recent webinar: What Google’s Changes Mean for Your Brand Part 1. There, we addressed some of the recent innovations that were proposed at the Google Marketing Next 2017 Conference and the ways consumers can adjust their strategies based on industry trends, such as prioritizing consumer needs and adjusting strategies across a range of devices, mobile specifically. So today we will finish addressing two other actions you can take to succeed with e-commerce, such as using voice search in local stores and effectively planning, running, and measuring advertising across a variety of publisher-inventory sources. And being e-commerce differs across from industry to industry, it’s really important that you know a range of different actions that can be taken to optimize your account since features are always being innovated or introduced to help advertisers succeeed.

So, what are the remaining actions that were spoken about in Netelixir’s most recent webinar?

Directing Voice Search to Local Stores

We wouldn’t be so apt to connect Voice Search with Local businesses if there wasn’t a significant increase in its usage. According to Forbes, 20% of mobile searches were done through voice search, and since users are prioritizing convenience when searching for goods and services, we suggest that directing voice search to local stores. And Google is slowly making this a feasible option for advertisers by slowly closing the rapidly growing gap between Google Assistant and Amazon Echo, making Google Assistant the ultimate ‘solution’ to this problem. It is still questionable whether Google Assistant, in addition to Location and Store Visits and more accurate in-store measurement tools can rival Amazon’s Alexa + Prime, but the fact remains that this will become an easier action to take as Google continues to make innovations to help marketers accomplish these goals.

As we’ve mentioned countlessly, there are many new features helping advertisers more effectively track the consumer journeys of their converters and ultimately develop ads which will help them appeal to those users. And in addition to the experimental AdWords features that help marketers test out different strategies without having to suffer the long-terms consequences of implementing an ineffective feature, Google has created Google Optimize and Surveys 360 to allow marketers to test & tailor messages and other creatives within minutes, without the need for a webmaster, so more conversion-generating features can be implemented based off the insights these tools provide. Double Bid Ask Manager can also be used to plan your target campaigns and better target audiences more effectively.

So here it is! The two remaining actions you can take as an AdWords user to succeed with these recent AdWords features proposed at the Google Marketing Next 2017 Conference. And while we believe voice search for local businesses and insight tools are crucial to your success, there are a range of other tools and features—apart from those we’ve already mentioned above—which can help you take those actions. Just remain cognizant of all the resources available to you and the specific goals you have so you can easily take action where it needs to be taken and generate the results you’ve been waiting for all this time.